The App Icon is the visual ideogram for an app. It is essentially a form of branding that needs to both stand out in a visually appealing manner and communicate an app’s core essence.
In the Apple App Store, the App Icon is the most dominant marketing asset in browse pages (i.e. Today Page, Games Page, and Apps Page). For the App Store, the median potential CVR lift for Icon optimization is 18%.
In the Google Play Store, the App Icon plays an even greater role because in addition to browse pages, the App Icon is the only creative marketing asset shown in the Search Result Page. For the Google Play Store, the median potential CVR lift for Icon optimization is 11%.